Kill Cliff pioneers development of Recovery Drink category in Health, Wellness & Sports Nutrition channel
ATLANTA, GA, Sep 06, 2012 — Kill Cliff — The Recovery Drink, a lightly carbonated beverage uniquely formulated with premium recovery supporting ingredients and electrolytes, is now available at GNC stores nationwide as well as online at GNC.com. A former US Navy SEAL created this groundbreaking drink aimed at helping those recovering from strenuous exercise and physical exertion. Kill Cliff represents a new class of beverage that meets the endurance and recovery requirements of the fittest.
As part of its ongoing commitment to Living Well, GNC is partnering with the Kill Cliff brand as the first retailer to carry the Recovery Drink in the Health, Wellness & Sports Nutrition channel.
“We are very proud to introduce Kill Cliff to our customers and look forward to growing this brand as the innovative recovery drink in the marketplace,” said Tom Dowd, EVP, Chief Merchandising Officer and General Manager. “Having originally discovered Kill Cliff and its die-hard following through GNC’s involvement in elite national fitness competitions, we are confident this product is an effective and refreshing performance beverage our customers will love.”
Athletes and fitness experts of all ages, active and veteran military personnel, early responders and outdoors enthusiasts have all embraced the product for its recovery benefits. Unlike energy drinks comprised of high-caloric and caffeine-intensive content, each 12-ounce can of Kill Cliff contains only 25mg of caffeine, 15 calories and no sugar. What further differentiates the product is the combination of electrolytes and a proprietary mix of recovery supporting ingredients including an enzyme blend, green tea extract, ginger root, and milk thistle among other functional nutrients.
“We feel very fortunate for the overwhelming response we have received from athletes who have benefitted from our product and embraced our brand,” said Kill Cliff Founder, Todd Ehrlich. “Given GNC’s longstanding record as a champion of quality, cutting-edge nutrition, we are excited to partner with them on this program and make Kill Cliff more readily available to consumers coast to coast.”
With the introduction of Kill Cliff at GNC, the partnership will include a comprehensive calendar of co-marketing initiatives at the store-level, at select events and in support of charitable causes. In keeping with Kill Cliff’s roots, one of the main driving forces behind the company is the goal to give back to military charities. Since launching last year, Kill Cliff has donated a portion of its proceeds from all sales to select military non-profits, including The Navy SEAL Foundation and Wounded Wear, as well as sponsored numerous charitable events nationwide. In 2012 this pledge has continued to grow through new partnerships with several other Special Forces related charities.
For more information about Kill Cliff, including details of GNC locations carrying the product, visit http://www.KillCliff.com (and see the store locator), or GNC.com. Connect with Kill Cliff on Facebook: Facebook.com/KillCliff and follow Kill Cliff on Twitter: @KillCliff
About Kill Cliff
Introduced in 2011 by a former Navy SEAL, Kill Cliff is The Recovery Drink, a lightly carbonated beverage formulated with anti-inflammation supporting ingredients and electrolytes without all the empty caloric content found in energy drinks. Kill Cliff is not an energy drink; it contains no sugar, only 15 calories and only 25mg of caffeine per 12-ounce can. Winner of Convenience Store News “2011 Best New Carbonated Beverage” award, the product is available for purchase online and at select retail outlets nationwide. Headquartered in Atlanta, the Kill Cliff, LLC team and extended network of friends and family includes accomplished military veterans and endurance athletes committed to supporting philanthropic organizations sharing common interests, including The Navy SEAL Foundation and Wounded Wear. Test Positive for Awesomeâ?¢. Visit KillCliff.com.
GNC Holdings, Inc., headquartered in Pittsburgh, PA, is a leading global specialty retailer of health and wellness products, including vitamins, minerals, and herbal supplement products, sports nutrition products and diet products, and trades on the New York Stock Exchange under the symbol “GNC.”
As of June 30, 2012, GNC has more than 7,800 locations, of which more than 6,000 retail locations are in the United States (including 933 franchise and 2,157 Rite Aid franchise store-within-a-store locations) and franchise operations in 55 countries (including distribution centers where retail sales are made). The Company — which is dedicated to helping consumers Live Well — has a diversified, multi-channel business model and derives revenue from product sales through company-owned retail stores, domestic and international franchise activities, third party contract manufacturing, e-commerce and corporate partnerships. GNC’s broad and deep product mix, which is focused on high-margin, premium, value-added nutritional products, is sold under GNC proprietary brands, including Mega MenÂ®, Ultra MegaÂ®, GNC Total Lean, Pro PerformanceÂ®, Pro PerformanceÂ® AMP, Beyond RawÂ®, and under nationally recognized third party brands.
For more than 75 years, GNC has been committed to bringing people superior GNC brand products using only the highest quality ingredients, manufactured under the strictest quality controls. Managing every stage of the process — from formulation to retailing — allows GNC to guarantee quality, purity and potency of GNC products.
Web: GNC.com l Twitter: @GNCLiveWell l Facebook: facebook.com/GNCLiveWell